Jesse Leimgruber - The True ROI of Influencer Marketing
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)
11. The Problem
Problems with tracking:
• Can I even measure real (actual) impressions?
• What even counts as an “impression”
• Are these views spam/fake?
• How do I know the influencer/agency didn’t buy additional views?
12. The Problem
Problems with understanding value:
• Are these views actually worth anything?
• How many of these viewers actually bought the product?
• What is the value of an impression?
• Was influencer marketing worth the hassle versus paid?
• What is the brand / engagement value of this influencer worth?
14. True Cost != Actual Cost
“I always get an ROI because we don’t
pay influencers, they promote us for
free” - A lot of people
15. True Cost != Actual Cost
Cost of TIME
Cost of PRODUCT
Cost of LEGAL
Cost of PROMOTION
OPPORTUNITY Cost
16. Landscape: What do brands currently say their ROI is?
Data: What does an analysis of the data show?
Reality: How can a marketer determine their real ROI?
So then… What am I going to talk about?
18. Who Am I?
▸ Grew Up in Florida, Studied at Stanford in CA and live there now.
▸ 2011 - Bootstrapped an e-Commerce startup, RageHats, to $50k/month
▸ 2012 - Co-Founded a boutique digital marketing/SEO firm, Rank Executives
▸ 2013 - Co-Founded, NeoReach and Raised $4M in VC dollars.
22. Do you pay your influencers?
(Asked to managers that reported running at least 1 influencer campaign in the past 12 months)
“Have you ever compensated an influencer with any of the
following in the last year: cash, free product, trip/experience”
89%
23. Select all that apply: Which campaigns yield a positive ROI
1. Direct Response - CPA / CPI
2. Direct Response - Indirect (Lead Funnel)
3. Giveaway / Promotion
4. Blogger Outreach
5. Cost per Click
6. Long Term Channel Sponsorship
7. Product Review
8. Branding
9. Organic Brand Advocacy
10. Event / Live Activation
11. Twitter “Party”
12. End-cap (End of Video)
25. What Percent of Campaigns Are Successful?
65%
“On a scale of 0 - 100%, what percent of your influencer
marketing campaigns were successful, as measured by ROI”
30. What Data Are We Looking At?
Meta Analysis of $50M+ in
influencer campaigns facilitated
through NeoReach
Data and Analytics from
over 1 Billion social media
posts across all platforms.
Responses from over 200
brand managers who
participated in our survey.
31. How Big Is The Space?
$1.2B Spent on Sponsored Posts
51. Influencer Media Value
Paid = Easy to measure ROI
Influencer marketing = Not easy to measure ROI
So how can we make influencer marketing data more like paid?
How can we make an apples to apples comparison between
influencer marketing and paid?
56. Influencer Media Value
Value of a Like
Value of a Comment
Value of a Share
Value of an Impression
(for each channel)
57. Influencer Media Value
Twitter Facebook Instagram
Like $0.75 $0.25 $0.30
Comment $1 $0.50 $0.40
Share $4 $2 N/A
CPM $10 $18 $15
Generally, look to paid channels for benchmarks.
58. Influencer Media Value
Likes on Twitter * Value for Twitter
Likes on Facebook * Value for Facebook
Likes on Instagram * Value for Instagram
(repeat for each metric)
62. NeoReach’s influencer
media value technology
drives ROI in a way no
one can, for a cost no
one can match.
- Ryan Faber, Digital Marketing Director at FanDuel
63. Subject: Run My
Report Please
Free IMV Report on ANY Video or Link
Team@NeoReach.com
@JesseRank on Twitter